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#SMX #23B @ChristinaHSan
Transform GA Into a Fully Functional Marketing Platform
Google
Analytics
Hacks5
#SMX #23B @ChristinaHSan
#SMX #23B @ChristinaHSan
of executives don’t believe that marketers
are focused enough on results to truly
drive increment...
#SMX #23B @ChristinaHSan
 Messy
The Issue with Google Analytics Goals
#SMX #23B @ChristinaHSan
 Messy
 Mix of Micro and Macro
Goals
 “All Goals” isn’t a clean conversion
metric
The Issue wi...
#SMX #23B @ChristinaHSan
 Messy
 Mix of Micro and Macro
Goals
 “All Goals” isn’t a clean conversion
metric
 No easy wa...
#SMX #23B @ChristinaHSan
 Messy
 Mix of Micro and Macro
Goals
 “All Goals” isn’t a clean conversion
metric
 No easy wa...
#SMX #23B @ChristinaHSan
The Good News
#SMX #23B @ChristinaHSan
Creating data-driven marketing
campaigns doesn’t require a data
science degree
#SMX #23B @ChristinaHSan
Monthly reports don’t have to take
hours to compile
#SMX #23B @ChristinaHSan
And You Can Do It All for Free
in Google Analytics
#SMX #23B @ChristinaHSan
Sold? Let’s get started
#SMX #23B @ChristinaHSan
1. Goal Groups
#SMX #23B @ChristinaHSan
 Every Google Analytics Goal
is automatically placed in a
group
bit.ly/2qqSb8O
#SMX #23B @ChristinaHSan
 Every Google Analytics Goal
is automatically placed in a
group
 This group cannot be changed l...
#SMX #23B @ChristinaHSan
 Every Google Analytics Goal
is automatically placed in a
group
 This group cannot be changed l...
#SMX #23B @ChristinaHSan
 Every Google Analytics Goal
is automatically placed in a
group
 This group cannot be changed l...
#SMX #23B @ChristinaHSan
 Macro Conversions
 Purchase
 Free Trial
 Contact Sales Team
bit.ly/2qqSb8O
#SMX #23B @ChristinaHSan
 Macro Conversions
 Content Download
 Webinar Sign-Up
 Event Sign-Up
bit.ly/2qqSb8O
#SMX #23B @ChristinaHSan
 Micro Conversions
 PDF Downloads
 Watch Video
 Pricing Page
 Social Shares
bit.ly/2qqSb8O
#SMX #23B @ChristinaHSan
#SMX #23B @ChristinaHSan
#SMX #23B @ChristinaHSan
Help! My Goals are Already Set Up…
#SMX #23B @ChristinaHSan
2. Calculated Metrics
#SMX #23B @ChristinaHSan
#SMX #23B @ChristinaHSan
 Descriptive Name
 Formatting Type
 Formula: Goal X Completions
+ Goal X Completions
Calculate...
#SMX #23B @ChristinaHSan
 Descriptive Name
 Integer
 Formula: Goal X Completions
+ Goal X Completions
Calculated Metric...
#SMX #23B @ChristinaHSan
 Descriptive Name
 Percent
 Formula: (Goal X
Completions + Goal X
Completions)/Sessions
Calcul...
#SMX #23B @ChristinaHSan
 Group by Traffic Source
 Add Custom Metrics
Create a Widget in a Dashboard
#SMX #23B @ChristinaHSan
#SMX #23B @ChristinaHSan
3. Content Groups
#SMX #23B @ChristinaHSan
A content group is a collection of
content that would naturally be
grouped together
#SMX #23B @ChristinaHSan
 Creates a new dimension in
Google Analytics
Content Groups
#SMX #23B @ChristinaHSan
 Creates a new dimension in
Google Analytics
 Quickly pull aggregate
metrics for related groups...
#SMX #23B @ChristinaHSan
 Creates a new dimension in
Google Analytics
 Quickly pull aggregate
metrics for related groups...
#SMX #23B @ChristinaHSan
69
#SMX #23B @ChristinaHSan
70
#SMX #23B @ChristinaHSan
 Create up to 5 “content
groupings” per view
 Create content groups within each
grouping
Conten...
#SMX #23B @ChristinaHSan
Setup
 Under “Admin” Select Content
Grouping
 New Content Grouping
 Configure the groups
 Tra...
#SMX #23B @ChristinaHSan
Setup
 Under “Admin” Select Content
Grouping
 New Content Grouping
 Configure the groups
 Tra...
#SMX #23B @ChristinaHSan
Setup
 Under “Admin” Select Content
Grouping
 New Content Grouping
 Configure the groups
 Tra...
#SMX #23B @ChristinaHSan
Setup
 Under “Admin” Select Content
Grouping
 New Content Grouping
 Configure the groups
 Tra...
#SMX #23B @ChristinaHSan
Notes
 Rules are applied in the order
specified
 Content groups do not apply to
historical data...
#SMX #23B @ChristinaHSan
Reporting
1. Reports are located under the “All
Pages” or “Landing Pages” Reports
2. Change the P...
#SMX #23B @ChristinaHSan
Campaign-Based Reporting
#SMX #23B @ChristinaHSan
4. socialTracker
#SMX #23B @ChristinaHSan
There are many ways to track social shares…
#SMX #23B @ChristinaHSan
#SMX #23B @ChristinaHSan
#SMX #23B @ChristinaHSan
 Automatically measure social
shares and likes with a single
piece of code
socialWidgetTracker
#SMX #23B @ChristinaHSan
 Automatically measure
social shares and likes with a
single piece of code
 Requires the offici...
#SMX #23B @ChristinaHSan
 Part of Autotrack
 Adapt Google Analytics
tracking code to include
AutoTrack
 Adapt code to i...
#SMX #23B @ChristinaHSan
 Track Clicks on Outbound Links
 Track Responsive Design
 Track Dynamically Loaded Content
Aut...
#SMX #23B @ChristinaHSan
Acquisition>Social>Plugins
Group by Social Network or URL
Social Report
#SMX #23B @ChristinaHSan
5. Dashboards
#SMX #23B @ChristinaHSan
 Custom Charts with
Customized
Dimensions/Metrics
Dashboards
#SMX #23B @ChristinaHSan
 Custom charts with
customized
Dimensions/Metrics
 Quickly pull a PDF report or
screen shots fo...
#SMX #23B @ChristinaHSan
A Few Favorites…
bit.ly/2qqSb8O
#SMX #23B @ChristinaHSan
Converting Landing Pages
 Filter By Traffic Source
 Remove Irrelevant Landing Pages
A Few Favor...
#SMX #23B @ChristinaHSan
Content Groups
 Combine with Custom Metrics
 Filter by Traffic Source
A Few Favorites…
bit.ly/2...
#SMX #23B @ChristinaHSan
bit.ly/2qqSb8O
#SMX #23B @ChristinaHSan
THANK YOU!
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5 Google Analytics Hacks

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Google Analytics is a marketer’s go-to resource for traffic data. However, it’s out-of-the-box functionality as a full-fledged marketing tool is frequently incomplete and difficult to work with. At SMX London, Enterprise Campaign Manager Christina Sanders covered 5 hacks to transform Google Analytics into a fully functional marketing platform. Grab the full deck here.

Templates and dashboards covered in the deck can be found here: https://97thfloor.com/blog/smx-london-analytics-hacks/

Published in: Marketing
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5 Google Analytics Hacks

  1. 1. #SMX #23B @ChristinaHSan Transform GA Into a Fully Functional Marketing Platform Google Analytics Hacks5
  2. 2. #SMX #23B @ChristinaHSan
  3. 3. #SMX #23B @ChristinaHSan of executives don’t believe that marketers are focused enough on results to truly drive incremental customer demand 78%
  4. 4. #SMX #23B @ChristinaHSan  Messy The Issue with Google Analytics Goals
  5. 5. #SMX #23B @ChristinaHSan  Messy  Mix of Micro and Macro Goals  “All Goals” isn’t a clean conversion metric The Issue with Google Analytics Goals
  6. 6. #SMX #23B @ChristinaHSan  Messy  Mix of Micro and Macro Goals  “All Goals” isn’t a clean conversion metric  No easy way to segment out and present goal metrics The Issue with Google Analytics Goals
  7. 7. #SMX #23B @ChristinaHSan  Messy  Mix of Micro and Macro Goals  “All Goals” isn’t a clean conversion metric  No easy way to segment out and present goal metrics  Ugly Reporting The Issue with Google Analytics Goals
  8. 8. #SMX #23B @ChristinaHSan The Good News
  9. 9. #SMX #23B @ChristinaHSan Creating data-driven marketing campaigns doesn’t require a data science degree
  10. 10. #SMX #23B @ChristinaHSan Monthly reports don’t have to take hours to compile
  11. 11. #SMX #23B @ChristinaHSan And You Can Do It All for Free in Google Analytics
  12. 12. #SMX #23B @ChristinaHSan Sold? Let’s get started
  13. 13. #SMX #23B @ChristinaHSan 1. Goal Groups
  14. 14. #SMX #23B @ChristinaHSan  Every Google Analytics Goal is automatically placed in a group bit.ly/2qqSb8O
  15. 15. #SMX #23B @ChristinaHSan  Every Google Analytics Goal is automatically placed in a group  This group cannot be changed later bit.ly/2qqSb8O
  16. 16. #SMX #23B @ChristinaHSan  Every Google Analytics Goal is automatically placed in a group  This group cannot be changed later  Map Related Goals to the Same Group bit.ly/2qqSb8O
  17. 17. #SMX #23B @ChristinaHSan  Every Google Analytics Goal is automatically placed in a group  This group cannot be changed later  Map Related Goals to the Same Group bit.ly/2qqSb8O
  18. 18. #SMX #23B @ChristinaHSan  Macro Conversions  Purchase  Free Trial  Contact Sales Team bit.ly/2qqSb8O
  19. 19. #SMX #23B @ChristinaHSan  Macro Conversions  Content Download  Webinar Sign-Up  Event Sign-Up bit.ly/2qqSb8O
  20. 20. #SMX #23B @ChristinaHSan  Micro Conversions  PDF Downloads  Watch Video  Pricing Page  Social Shares bit.ly/2qqSb8O
  21. 21. #SMX #23B @ChristinaHSan
  22. 22. #SMX #23B @ChristinaHSan
  23. 23. #SMX #23B @ChristinaHSan Help! My Goals are Already Set Up…
  24. 24. #SMX #23B @ChristinaHSan 2. Calculated Metrics
  25. 25. #SMX #23B @ChristinaHSan
  26. 26. #SMX #23B @ChristinaHSan  Descriptive Name  Formatting Type  Formula: Goal X Completions + Goal X Completions Calculated Metrics
  27. 27. #SMX #23B @ChristinaHSan  Descriptive Name  Integer  Formula: Goal X Completions + Goal X Completions Calculated Metrics: Conversion Total
  28. 28. #SMX #23B @ChristinaHSan  Descriptive Name  Percent  Formula: (Goal X Completions + Goal X Completions)/Sessions Calculated Metrics: Conversion Percentage
  29. 29. #SMX #23B @ChristinaHSan  Group by Traffic Source  Add Custom Metrics Create a Widget in a Dashboard
  30. 30. #SMX #23B @ChristinaHSan
  31. 31. #SMX #23B @ChristinaHSan 3. Content Groups
  32. 32. #SMX #23B @ChristinaHSan A content group is a collection of content that would naturally be grouped together
  33. 33. #SMX #23B @ChristinaHSan  Creates a new dimension in Google Analytics Content Groups
  34. 34. #SMX #23B @ChristinaHSan  Creates a new dimension in Google Analytics  Quickly pull aggregate metrics for related groups of content Content Groups
  35. 35. #SMX #23B @ChristinaHSan  Creates a new dimension in Google Analytics  Quickly pull aggregate metrics for related groups of content  Measure impact of overall campaigns Content Groups
  36. 36. #SMX #23B @ChristinaHSan 69
  37. 37. #SMX #23B @ChristinaHSan 70
  38. 38. #SMX #23B @ChristinaHSan  Create up to 5 “content groupings” per view  Create content groups within each grouping Content Groups
  39. 39. #SMX #23B @ChristinaHSan Setup  Under “Admin” Select Content Grouping  New Content Grouping  Configure the groups  Tracking Code  Extraction  Rule Definitions
  40. 40. #SMX #23B @ChristinaHSan Setup  Under “Admin” Select Content Grouping  New Content Grouping  Configure the groups  Tracking Code  Extraction  Rule Definitions
  41. 41. #SMX #23B @ChristinaHSan Setup  Under “Admin” Select Content Grouping  New Content Grouping  Configure the groups  Tracking Code  Extraction  Rule Definitions
  42. 42. #SMX #23B @ChristinaHSan Setup  Under “Admin” Select Content Grouping  New Content Grouping  Configure the groups  Tracking Code  Extraction  Rule Definitions
  43. 43. #SMX #23B @ChristinaHSan Notes  Rules are applied in the order specified  Content groups do not apply to historical data  Any given page can only belong to one content group
  44. 44. #SMX #23B @ChristinaHSan Reporting 1. Reports are located under the “All Pages” or “Landing Pages” Reports 2. Change the Primary Dimension to “Content Grouping” 3. Select Desired Content Group
  45. 45. #SMX #23B @ChristinaHSan Campaign-Based Reporting
  46. 46. #SMX #23B @ChristinaHSan 4. socialTracker
  47. 47. #SMX #23B @ChristinaHSan There are many ways to track social shares…
  48. 48. #SMX #23B @ChristinaHSan
  49. 49. #SMX #23B @ChristinaHSan
  50. 50. #SMX #23B @ChristinaHSan  Automatically measure social shares and likes with a single piece of code socialWidgetTracker
  51. 51. #SMX #23B @ChristinaHSan  Automatically measure social shares and likes with a single piece of code  Requires the official Facebook and Twitter buttons socialWidgetTracker
  52. 52. #SMX #23B @ChristinaHSan  Part of Autotrack  Adapt Google Analytics tracking code to include AutoTrack  Adapt code to include only socialWidgetTracker  Replace autotrack with socialWidgetTracker after ’require’ socialWidgetTracker https://github.com/googleanalytics/autotrack
  53. 53. #SMX #23B @ChristinaHSan  Track Clicks on Outbound Links  Track Responsive Design  Track Dynamically Loaded Content Autotrack
  54. 54. #SMX #23B @ChristinaHSan Acquisition>Social>Plugins Group by Social Network or URL Social Report
  55. 55. #SMX #23B @ChristinaHSan 5. Dashboards
  56. 56. #SMX #23B @ChristinaHSan  Custom Charts with Customized Dimensions/Metrics Dashboards
  57. 57. #SMX #23B @ChristinaHSan  Custom charts with customized Dimensions/Metrics  Quickly pull a PDF report or screen shots for monthly reports Dashboards
  58. 58. #SMX #23B @ChristinaHSan A Few Favorites… bit.ly/2qqSb8O
  59. 59. #SMX #23B @ChristinaHSan Converting Landing Pages  Filter By Traffic Source  Remove Irrelevant Landing Pages A Few Favorites… bit.ly/2qqSb8O
  60. 60. #SMX #23B @ChristinaHSan Content Groups  Combine with Custom Metrics  Filter by Traffic Source A Few Favorites… bit.ly/2qqSb8O
  61. 61. #SMX #23B @ChristinaHSan bit.ly/2qqSb8O
  62. 62. #SMX #23B @ChristinaHSan THANK YOU!

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